Manchester City Football Club was founded in 1880, and is based in the city of Manchester in United Kingdom. It currently plays in the world famous Barclays Premier League. Since the 2008 takeover by the Abu Dhabi United Group, it has undergone a major reconstruction in terms of both team and management. The new owners have brought with them a vast financial wealth and renewed success to the club, it is now seen amongst the top clubs in Europe. This report examines the football Club in reaching its customers and the role played by marketing staff in the development of the Club. Thus the report is divided into three parts. Part one is a critical analysis of the different activities by the Club. Part two deals with the impact of the environmental and market forces on the Club. The third part evaluates the contribution of the marketing staff to the current and future developments carried out by the Club.
Table of Contents
Introduction
Part 1: Analysis of the Activities Carried out by the Club
Part 2: The Environmental and Market forces influencing the future direction of the Club:
Part 3: Future developments being planned by the Club and the contribution of the marketing staff
Objectives & Core Topics
This report provides a critical marketing review of Manchester City Football Club (MCFC), focusing on how the organization engages with its customers and the strategic role of its marketing staff in facilitating growth and sustainability following the 2008 ownership transition.
- Strategic analysis of club activities, including the youth academy, merchandising, and digital engagement.
- Evaluation of macro-environmental and market forces using the PEEST framework.
- Assessment of current and future club development plans, such as infrastructure investments and community initiatives.
- Examination of marketing campaigns and sponsorship deals in driving brand awareness and revenue.
Excerpt from the Book
Merchandising:
According to PR MARKETING, (2010) merchandising accounts for a 7.3% share of the total revenue for the top-flight clubs in the European football markets. The Author points out that sale of tickets are no longer enough to sustain a football club in top flight. In order to raise the extra finances Merchandising is necessary. Apart from the extra income, one is able to promote and market the club by this means, clearly merchandising is a top priority for the Club because of the team outlets across Manchester and the online store, where the souvenirs in the form of team kits, designer wear, accessories and many more are made available to the prospective buyers.
Social Media:
According to a recent study by Football-Marketing, (2011), Manchester City were ranked 5th in the social media ranking, with a total of 1,211,836 followers on Facebook and Twitter, with the highest monthly increasing followers at 125,431 per month. There has been a shift from conventional media of communication like TV, Newspapers etc. to a new social trend of communicating, like Facebook, Twitter etc. The Author believes that a successful Club has to communicate with its supporters and what better way to do this than social media, as this is the cheapest way to communicate news, offers, services and other announcements to the supporters.
The Club’s Facebook page aims at creating a forum where the supporters can interact with each other and the players. They can find out about the forthcoming events, matches and player ratings etc. MCFC have signed a content deal with YouTube, the first of its kind in the English Premier League, (Sawyers, 2011), which enables the Club to manage the advertising around its content. These activities are an indication that the Club is actively involved in working hand in hand with the fans.
Summary of Chapters
Introduction: This section provides an overview of Manchester City Football Club's history and its recent transformation into a top European club following the takeover by the Abu Dhabi United Group.
Part 1: Analysis of the Activities Carried out by the Club: This chapter examines the operational activities of the club, including the youth academy, merchandising, social media presence, charitable initiatives, and revenue generation.
Part 2: The Environmental and Market forces influencing the future direction of the Club: This chapter uses a PEEST analysis to identify the political, economic, sociological, ecological, and technological forces impacting the club's future.
Part 3: Future developments being planned by the Club and the contribution of the marketing staff: This chapter evaluates long-term infrastructure projects like the Etihad Training Complex and the specific role of the marketing department in driving fan engagement and brand growth.
Keywords
Manchester City Football Club, Marketing Strategy, Football Management, PEEST Analysis, Merchandising, Youth Academy, Social Media, Sponsorship, Financial Fair Play, CSR, Fan Engagement, Infrastructure Development, Revenue Generation, Community Initiative, Brand Awareness.
Frequently Asked Questions
What is the primary focus of this assignment?
The assignment provides a critical marketing review of Manchester City Football Club, analyzing its operational activities, external environmental influences, and future strategic developments.
What are the key thematic areas covered in the report?
The report focuses on club values, operational activities like merchandising and social media, macro-environmental factors, and future infrastructure plans such as the Etihad Training Complex.
What is the main objective of the research?
The objective is to examine how the football club engages with its customer base and to evaluate the contribution of the marketing staff to the club's overall development and financial sustainability.
Which scientific framework is used to analyze the environment?
The report utilizes the PEEST analysis framework, which covers political, economic, ecological, social/cultural, and technological forces.
What does the main body of the work cover?
It covers a detailed breakdown of current club activities (academy, charity, tours), an environmental impact assessment, and an evaluation of marketing-led initiatives and future growth strategies.
Which keywords best characterize this work?
Key terms include Manchester City, Marketing Strategy, PEEST Analysis, Financial Fair Play, Fan Engagement, and Corporate Social Responsibility.
How does the Financial Fair Play (FFP) policy affect the club?
The FFP policy forces the club to seek financial discipline and break even; failure to comply could result in a ban from participating in UEFA competitions.
What role did the “#City At Wembley” campaign play?
This social media campaign allowed the club to build a “fans-eye view” of match-day experiences, earning the club a marketing award and strengthening the relationship with global supporters.
What is the significance of the Etihad Training Complex?
It is a major infrastructure investment aimed at developing homebred talent to ensure long-term sustainability and reduce the reliance on expensive transfer fees.
- Arbeit zitieren
- Salman Mohammed (Autor:in), 2011, Manchester City F.C. A Critical Marketing Review, München, GRIN Verlag, https://www.grin.com/document/193786
